Home > Uncategorized > Curated articles on marketing for the week: August 21, 2015

Curated articles on marketing for the week: August 21, 2015

Knowing the customer: Cracking “the shopper genome” can lead to revenue increases of up to 20% for online retailers, according to consulting firm McKinsey.All the shopping data helps provide related products but ignores consumer emotions or other psychological characters. Also what impact does this have on organization structures? Some interesting facts here https://www.warc.com/LatestNews/News/Cracking_the_shopper_genome_.news?ID=35245Four quadrants of marketing: This is an interesting new study that maps brands into 4 quadrants: Aspirational, unconventional, mainstream and peripheral and the business value of each in addition to the impact of change in each. Quite fascinating. http://www.theglobeandmail.com/report-on-business/careers/management/four-quadrants-of-marketing-to-probe-the-consumer-mind/article25969172/
ABC of PPC advertising: Though it’s been around for a while, there’s always someone who would benefit from learning the basics of Pay Per Click Advertising. For them there’s http://www.business2community.com/online-marketing/9-frequently-asked-questions-about-pay-per-click-advertising-01298959

Of marketing automation: There are parts of marketing that you can automate and it would be silly to not leverage its power. Here are 3 big benefits of doing it today. http://blog.marketo.com/2015/08/how-3-core-shifts-in-marketing-automation-can-transform-your-business.html

Marketing Department of the future: Really novel way of looking at the marketing function. There is a Marketing leader of course, but with her is also a Marketing Technologist, A Storyteller, An Opportunity Generator and a Builder. Seems close to reality, as it should be. The full article is here: http://www.huffingtonpost.com/sajeel-qureshi/what-your-future-marketing-department-looks-

Digital Vocabulary: With everything going digital sometimes it is hard to keep up with the vocabulary that follows. Here is, nearly, everything you need to know about it. http://www.business2community.com/brandviews/act-on/63-digital-advertising-terms-every-marketer-should-know-01303561

The Internet of Things is here, or at least, around the corner. This McKinsey article talks about in some detail. I was particularly interested in their estimate of its impact on b2b. $11 trillion!! WOW. Do read this article here. http://www.mckinsey.com/Insights/Business_Technology/An_executives_guide_to_the_Internet_of_Things?cid=digital-eml-alt-mip-mck-oth-1508

PPC Campaigns for b2b brands: There is not altogether enough about PPC campaigns for b2b businesses. This space is more interesting as the b2b buyer goes through a longer journey giving you many opportunities to optimize. This article by Elisa Silverman is very good for anyone keen to learn about PPC for b2b. http://www.business2community.com/b2b-marketing/how-to-create-a-b2b-ppc-campaign-that-will-generate-more-leads-01305298

Generating in bound traffic to your website: Organic traffic is the cheapest way to get visitors on your website. But how do you do that? This article gives you 10 ‘hacks’, for 2b2 businesses again, to do just that. If you do even half of this you will have made progress. http://www.entrepreneur.com/article/249751



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